Analisis Faktor-Faktor Yang Mempengaruhi Loyalitas Nasabah Pada PT. Pegadaian di Kota Makassar

  • Imaduddin Murdifin Universitas Muslim Indonesia
Keywords: Citra, Kepercayaan, Pelayanan, Loyalitas Nasabah

Abstract

Kualitas layanan dihasilkan oleh operasi yang dilakukan perusahaan, dan keberhasilan oleh proses operasi perusahaan ini ditentukan oleh banyak faktor, antara lain faktor karyawan, teknologi dan keterlibatan konsumen. Penyampaian layanan yang berkualitas dewasa ini dianggap sebagai suatu strategi yang esensial agar perusahaan sukses dan dapat bertahan. Oleh karena itu, perhatian para manajer saat ini lebih diprioritaskan pada pemahaman dampak kualitas layanan terhadap keuntungan dan hasil-hasil finansial yang lain dalam perusahaan. Loyalitas nasabah adalah puncak pencapaian pelaku bisnis. Nasabah yang puas dan setia tidak akan ragu untuk menjadi penyebar kabar baik yang selalu menyebarkan kebaikan mengenai produk perbankan yang di konsumsinya. Penelitian ini dilakukan di PT. Pegadaian Cabang pa'baeng-baeng Kota Makassar dengan sampel penelitian 40 responden yang merupakan karyawan PT Pegadaian Cabang Pa'baeng-baeng. Variabel Penelitian ini adalah Citra (X1), Kepercayaan Nasabah (X2) Pelayanan (X3) dan Loyalitas Nasabah (Y). penelitian menggunakan metode analisis regresi linear berganda dengan pengumpulan data menggunakan angket. Hasil Penelitian ini ialah Citra, Kepercayaan nasabah, Pelayanan adalah seluruhnya merupakan variabel yang berpengaruh signifikan terhadap loyalitas nasabah, sedangkan Citra merupakan variabel yang dominan berpengaruh.

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Published
2020-12-08